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GM lobbyist Ferguson named global head of Cadillac

Robert Ferguson, 53, who has been GM's vice president of global public policy, becomes vice president of global Cadillac. Photo by David Arnouts

General Motors has appointed its chief lobbyist to the newly created post of global Cadillac chief, a step aimed at transforming the American luxury brand into a strong worldwide player.

Robert Ferguson, 53, who has been GM's vice president of global public policy, becomes vice president of global Cadillac. He reports directly to GM CEO Dan Akerson, the company said today.

In his new role, Ferguson will focus on Cadillac marketing and advertising immediately and sales starting on Jan. 1. The move won't entail the creation of a separate division with profit-and-loss responsibility. Ferguson "will be responsible for sales, marketing and retail strategies for Cadillac in markets around the world," GM said in a statement.

Don Butler, U.S. vice president of marketing for Cadillac, will report to Ferguson. So will Chase Hawkins, the brand's U.S. vice president of sales and service, starting January 1.

'A huge challenge'

In an interview, Ferguson said that new entries such as the Cadillac XTS large sedan and ATS compact buoy a lineup that is "the best Cadillac has had in my lifetime." The challenge, he said, is to attract a more-diverse group of buyers, including professional women.

"There's huge opportunity for us there, but there's also a huge challenge because we're not getting the consideration that we need," said Ferguson, who drives a Cadillac CTS V-Series coupe. He called the ATS "one that professional women would like."

The creation of Ferguson's new post marks the latest twist in GM's frequently changing marketing ranks.

In July, GM dismissed its global chief marketing officer, Joel Ewanick, for failing to properly disclose the details of major sponsorship deal with British soccer club Manchester United, sources have said. GM is searching for a permanent global marketing chief, a role now filled on an interim basis by Alan Batey, GM's U.S. sales boss.

GM's two global brands

Even after GM names a new global marketing leader, Ferguson still will report to Akerson, a GM spokesman said.

The chief marketing post vacated by Ewanick primarily has been responsible for the growth of Chevrolet. Akerson has designated two brands -- Chevrolet and Cadillac -- as GM's global growth drivers.

Chris Perry, Chevrolet's vice president of global marketing, would report to the future chief marketing officer once one is named, the spokesman said.

The new assignment gives "accountability for growth of the Cadillac brand to one person: marketing, sales, service, the whole retail experience," the spokesman said.

Last fall, Akerson said building the XTS and ATS in China would mark the first step in GM's plan to make Cadillac a true global brand. Chinese production of the XTS starts later this year.

Akerson also said it would take about nine years to establish Cadillac in China; GM would then take the brand "more international."

At the same time, Akerson held out little hope for significant growth in Europe in the near term. And that was before this year's heightened economic crisis there. Through August, GM sold 350 Cadillacs in Europe, down 10 percent from a year earlier.

In 2011, Cadillac sold a record 29,900 units in China. That nation's best-selling luxury car, the Audi A6L, tallies about 11,700 sales a month.

Hired by Whitacre

Ferguson is a former AT&T executive who was brought to GM in early 2010 by his old boss, former GM CEO Ed Whitacre, who ran the telecommunications company before arriving at GM.

Prior to joining GM, Ferguson worked at Public Strategies Inc., an Austin, Texas, consulting firm, where he was a senior strategist. He counseled a diverse group of clients, from companies involved in mergers and acquisitions to the president of the International Olympic Committee leading up to the 2008 Olympic Games in Beijing, GM said.

Before that, Ferguson spent more than a decade at AT&T in various executive roles, including CEO of SBC Communications' Enterprise Business Services, a 10,000-employee division that oversaw data, Internet and long-distance services. During Ferguson's stint there, the business unit had $5 billion in annual revenue and $1.9 billion in profit before interest and taxes, GM said.

Ferguson said his experience leading the unit of SBC, which merged with AT&T in 2005, gave him solid grounding in sales and marketing.

"I know how to run a sales organization and to work in a complex, engineering-driven organization," Ferguson said. "I'm more of a business person than a political person."

D.C. duties

Ferguson is based in Washington, D.C., and has served as GM's voice on Capitol Hill as the company emerged from its 2009 bankruptcy under partial government ownership.

Selim Bingol, 52, will inherit Ferguson's duties by expanding his role as U.S. vice president of communications to include public policy. Bingol, also a former AT&T executive recruited by Whitacre in 2010, will remain in Detroit, GM said.

After being hired by Whitacre as vice president of government relations, Ferguson was promoted by Akerson in May 2011 to the global public policy post.

"Bob is a proven leader with vision and a will to win at this critical time for Cadillac," Akerson said in the statement. "He brings a deep business and marketing background that has been marked by delivering results at every stop and under every circumstance."